Sainsbury's has increased its share of the grocery market by 0.4 percentage points to 16.8 per cent, according to the latest Kantar Worldpanel figures.

According to Kantar, the retailer's successful Paralympic sponsorship, own-label investment and Brand Match scheme helped it to secure a rise for the 12 weeks ending 28 October.

It was less promising news for Morrisons, with sales down 0.4 per cent for the same period.

'Morrisons' performance this month will cause concern, with its share dropping from 12.0 per cent to 11.5 per cent and a decline in sales of 0.4 per cent,' said Edward Garner, director at Kantar Worldpanel.

Meanwhile, leading supermarket Tesco is now growing behind the market at 2.1 per cent, with a share of 30.5 per cent, while Waitrose, ahead of the Christmas period, managed to hold on to the record 4.7 per cent market share it achieved in the last period.

The discounters also continued to perform strongly, with Aldi achieving an all-time record share of 3.0 per cent market share, while Lidl increased its grocery share by 0.2 points to 2.7 per cent.

'Recent announcements about the development of online and convenience, which are the two fastest-growing grocery channels, will no doubt be given added urgency as these channels continue to deliver growth for competitors,' concluded Garner.

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